CHEVRONReframing the energy debate.
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Energy companies have, for good reason, earned a bad rap. Despite that, at a corporate and cultural level, Chevron was obsessed with many of the same principles as the opposition. This campaign explored the common ground on which both sides could agree, enlisting endorsement from a surprising array of organizations.
Prank & Parody
Yes Men
In an amusing twist, the morning of the launch, it was revealed a vendor had leaked the campaign to the Yes Men weeks earlier, spawning a DIY spoof parody campaign with everyone from Lord Voldemort to Hitler launching simultaneously and spurring parody’s on FunnyOrDie.com and elsewhere.
Ironically, it doubled the campaign's impact.
CREDITSRole: Art Direction & Design
Partner: Thomas Jackson
Executive Creative Director: Danny Gregory
Photographers: Steve McCurry, Martin Schoeller & Frédéric Lagrange
Agency: mcgarrybowen